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It's a shift for the designer, known for the studious takedowns of car-centric development he delivers from his seat on Philadelphia's Civic Design Review board.

In an interview, Baker said he aims to make the project a major catalyst for development in the unrevitalized district between Old City and Northern Liberties.

For Baker, the project has required a different plan for parking than the underground approach he was able to deploy at other big residential ventures, such as the 500 Walnut and One Riverside condo buildings.

Rubin's potential co-developers and financial backers said ample parking was a vital selling point, given the project's location beside a major highway and the lack of amenities within easy walking distance.

Zoosk has USA singles interested in meeting new people.

"There was the challenge of relinking the city, and that led to the idea of more density," Baker said.

"Our charge was to get density, to get activity on Fourth Street, to rekindle life on Willow Street, and to make Callowhill ultimately a pleasing gateway to the city." The project, called 4th Callowhill, takes advantage of legislation passed late last year that rezoned the area bounded by Second, Sixth, Spring Garden, and Callowhill Streets from industrial to mixed use.